Many people have the attention span of a goldfish. I hate to break it to you, it’s true. I can’t say that I blame you, either. It’s difficult to keep reading when your brain is being attacked by millions of other stimuli, especially in the digital age.
If you’re still with me, let’s talk about how to get your viewer’s attention and keep it using video marketing.
According to HighQ (a cloud-based software company), “65% of video viewers watch more than ¾ of a video” and “75% of business executives watch work-related videos at least weekly”. Video marketing presents a valuable opportunity that not only helps to grab attention, but helps to keep it far past the point where a reader’s attention may have strayed.
Top Five Reasons for Video Marketing
1. Video marketing provides opportunity for engagement.
“Audiences are 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts,” according to Rob Ciampa of Pixability, a YouTube video marketing company.
Use these stats to your advantage! Engaging with prospective customers on a personal level creates a much higher chance of them deciding they want your product or service. Using videos to convey a message is the closest thing to having a real-life conversation with your audience.
2. A video is worth way more than 1,000 words.
A single minute of video is worth 1.8 million words, to be exact (James McQuivey, Forrester Research). Think of how many blog posts you’d have to churn out to reach even 1.8 million words. You could accomplish that in just a one minute video!
Because videos are conversational, it takes the two-dimensional world of the written word to help your audience understand the true meaning.
This video by Reuben Bloom/Basic Cable for The Daily Press (a small Charlotte, NC coffee shop) shows the personality and passion of the owners and employees. It gives customers an actual look into the care and precision that goes into each cup of coffee they make.
What is a video worth to you? Let me know in the comments!
3. Show viewers some heart!
It can be difficult to convey how you really feel through writing. Let people see your personality face to face (well, screen to screen)! Seeing your face, your smile, and hearing your voice makes it easier for people to connect with you and your company.
Once your audience has made that connection, it sparks a real desire to learn about your product/service. Establishing trust between you and an audience is not easy. This trust will eventually result in long-lasting relationships.
This video by TOMS not only shows their unique company culture, but shows the bond that each employee has with their employer and cause.
4. New technology = better quality videos made faster and with ease.
The more professional your video looks, the more professional you look. Not everyone has access to the most expensive equipment and fanciest editing software. Many free tools exist to help get the most out of your video blogs.
Several platforms exist to help get your video message to the world, including YouTube, Vimeo, and Wistia. While Vimeo's pro service provides incredible playback quality, storage, and some statistics, Wistia (a video marketing platform made specifically for businesses) has the ability to not only host videos, but provide you with specific analytics, insight, and marketing tools to make your video as valuable as possible.
Many bloggers are becoming empowered by doing their own video marketing through iPhone and GoPro technology. Tools like Fyuse can help the technologically challenged make cool, engaging video content.
5. Videos are a creative way to present client testimonials.
Let your work speak for itself! Ask one of your successful clients to talk about their experience with your product/service. Show how it has helped and enriched them.
Showing emotion through the written word can be tough. Watching a face light up with the delight of sharing their successes is an irreplaceable way to spread the word about the value of your product/service in the most sincere way.
What can your goldfish brain take away from this discussion?
Attention is earned.
Giving your audience information is a way they can recognize its value. Your audience should easily be able to understand and digest your message quickly in addition to taking an action.
Video marketing can help enhance your content strategy. It can be used in conjunction with social media. Another great statistic from HighQ:
“59% of senior executives agree that if both text and video are available
on the same topic on the same page, they prefer to watch the video.”
Video marketing isn’t just being used by large companies. It’s also being employed by small businesses in your backyard. Video marketing is easy, empowering, and effective. Give the people what they want: get out there and start video marketing!
Do you have a video I should watch?
Let me know in the comments and it could be featured on social media!